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Should your business really be 'Mobile First'?

By Conor Bant

There’s a lot of talk and marketing buzzwords about the need for business marketing output and general customer engagement to be ‘mobile first’.

Unlike many a buzzword, there are some pretty solid facts behind this. Recent reports indicate that mobile and tablet devices now account for 57% of search queries. With mobile web experiences improving and the introduction of super-fast loading speeds with AMP content, this figure is only set to grow.

So does this mean you should rip up your digital marketing strategy to take advantage of the mobile phenomenon? Well, no. Not necessarily anyway.

There is absolutely no doubt that people are using mobile to conduct searches. But are these the same people that will buy from you? Ignoring some minor assumptions, B2B websites are likely to generate online enquiries between the hours of 7am and 7pm, when prospects are in the office. There’s nothing wrong with looking for your new creative agency at 2am, but from our experiences such people are few and far between. This type of browsing behaviour lends itself to desktop browsing, as so many of us work from laptop or computers at a desk.

Contrastingly, consumer-facing websites such as retailers will most likely see spikes in traffic in the evening. At this time, people have their own choice of devices, increasing the likelihood of mobile visits.

It’s not as clear-cut as going desktop for B2B and mobile for B2C. Many people use their desktop to review more expensive purchases so they may start researching on a mobile, but then switch to desktop to book a holiday or order large electrical appliances.

A good starting point when considering how heavily to invest in mobile is looking at how your existing users engage with you. If 90% of your traffic is from desktop devices, it’s pretty clear this is where your energies need to remain. It is worth, however, delving into the experience of your mobile visitors. Perhaps the mobile figure is small because the website is difficult to use on smaller screens, hence a higher than usual bounce rate. 

Of course creating a more mobile-friendly approach to your marketing is only going to improve the engagement received over such devices, but is it worth putting all your eggs (and budget) into the basket labelled “Buzzwords”? Best to do some research first...

If you would like some help identifying how customers and prospects are using your website, contact MAXX – we can help generate or analyse your traffic and website data plus give you some real insight into how to maximise the traffic on your site and convert browsers into buyers.

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